台灣寺廟景點淡季吸引遊客的關鍵因素－以嘉義縣新港鄉奉天宮為例

The keyfactors of what Taiwan temples attract tourists at low season – Hsinkang Fengtain Gong at Chai-Yi county for example

林聰利(Lin, Cong Li)

指導教授 ： 黃劭彥

國立中正大學/管理學院/高階主管管理碩士在職專班/碩士(2014年)

摘要

依據交通部觀光局統計，台灣寺廟景點旅遊或宗教觀光的人口成長比重越來越大，顯示「宗教觀光」越來越受到民眾的喜愛。每年台中縣大甲鎮瀾宮媽祖至嘉義縣新港鄉奉天宮遶境進香活動，是全國及地方重大寺廟節慶活動及宗教文化的盛事，活動參加的人數逐年的增加，加上許多企業、民間團體、媒體、甚至學術單位…等的參與和贊助，更讓寺廟景點、宗教文化觀光、節慶活動的產值或經濟效益大大的提昇。
但季節性的因素是影響觀光活動的重要因素之一，淡季與旺季是非常的明顯。本研究藉由文獻的探討、相關人員深度訪談、SWOT分析及專家問卷結果等，彙整出新港奉天宮在淡季吸引遊客的關鍵因素。並調查瞭解遊客到新港鄉的主要目的，及分析遊客對本研究的各項關鍵因素之重要程度。再藉由專家學者，找出淡季吸引遊客的關鍵因素的6個構面28項關鍵因素，並以AHP分析6個構面及28項關鍵因素的權重。但因AHP一致性檢定無法通過，因而採用對數法修正後，再進行AHP之權重計算及檢定(AHP修正的方法及計算的範例，詳如附錄六)。經最後計算的結果，其中最重要的五個關鍵因素為(1)內部的團結與向心力(8.79％)(組織領導構面)。(2)領導者人格特質與經營策略、理念(8.61％)(組織領導構面)。(3)各種媒體宣傳及行銷(8.05％)(推廣活動構面)。(4)滿足遊客的需求、提升服務滿意度(7.95％)(遊客服務與產業創新)。(5)擴大節慶活動的數量與規模行銷(6.70％)(推廣活動構面)。
最後依據文獻回顧、深度訪談、問卷調查及SWOT分析的結果，擬定新港奉天宮的短、中、長期競爭優勢策略，提供新港奉天宮廟方及政府機關參考。

關鍵字

優勢策略 ； 新港奉天宮 ； 淡季 ； 關鍵因素 ； 觀光吸引力

並列摘要

With the trend of growing visitors to temples and religious scenery, according to the Tourism Bureau, the Ministry of Transportation and Communication of R.O.C., the tourists are getting in favor of “religion tour” as their major tour attraction.For example, the most respective festival of nationwide religious events, the faithful pilgrim (incense-offering) of Matzu (Mother Goddess) ofDajia Jenn Lann Temple route to the Hsinkang Fengtain Gong at Chai-Yi county, whichbrings an increasing of sponsors and attendees yearly, including media, enterprises, local groups or schools, has boosted the economy successfully.
However, asone of the major impacts, seasonal factorcan lead the tour performanceto differentresultsbetween low and high season. This thesisexpects to, through the study of the various documents, the interviews with the experts, the SWOT analysis, and the questionnaire survey, discover what the key factors for those tourists visit the Hsinkang Fengtain Gong at low season, understand the purpose of visit and analyze how the tourists influence on the critical factors. Besides, sharing by experts,the thesis also finds out what the tour attractions catch tourists for at low season withtwenty eight factors onsix aspects by means of AHP.In the meanwhile AHP fails the testing of equality, Logarithmis asked to modify it then to use AHP weight and calculations onto the factors and test the result. (Please refer the example of AHP modified method and calculations as appendix 6). The analysis appears there are five keyfactorsaffecting the tour evaluationinvaried phases, (1) internal solidarity and centripetal spirit (8.79%) (Phase of Leadership) (2) Personality traits, strategies and mission of leader (8.61%) (Phase of Leadership) (3) Marketing (8.05%) (Phase of Promotion) (4) Customers and services satisfy (7.95%) (Phase of Tourists service and industry innovation) (5) Increase festival activityand scope marketing (6.70%)(Phase of Promotion).
In the end the thesis suggests a dominant strategy planfor short, middle and long terms with consideration given to the Hsinkang Fengtain Gong and Government proposals for reference.

並列關鍵字

dominant strategy ； Hsinkang Fengtain Gong ； low season ； key factor ； tour attractions

參考文獻

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